PRINT + OOH + IN-STORE + COLLATERAL + DIGITAL (click to enlarge)
COMPANY OF IDEAS
As an independent company, BMW has total freedom of innovation. So rather than showcasing sheet metal and performance specs, we focused on the initiatives that make BMW such a progressive company. Geared towards the “creative class,” the new brand positioning and look received accolades among the press and was a finalist for the Kelly Awards — who noted that BMW “sold nearly 275,000 vehicles, resulting in a record sales year despite a flat market.” Not too shabby for our first assignment.